Google wants to provide the best search experience for their users, and that means they’ll rank up websites that can offer high-quality content that’s valuable and useful for searchers. Those with useless, erroneous, and poorly-written content will be delegated the last spots in the SERPs. Writing excellent content for your website is one of the best and most effective ways to convince Google your website is high-quality. All written and visual content should be related to the website’s main topic. The information should be correct, articles well-written, and users should be able to trust the credibility of your website. This is also your way of making peace with Panda.
Things you can do to improve the overall quality of your website is check the quality of your articles, remove poorly-written pages, correct text errors, avoid keyword stuffing, publish unique, engaging, and informative articles; and recognize and reference authority sources. Producing high-quality content should now be a priority concern although that doesn’t mean you’ll have to leave link building in the dust. Links, after all, are still considered important ranking signals. This leads us to our next item.
Google sees an excess of low-quality links (backlinks from poorly-rated websites) as a sign of spamming. The Penguin update is forcing webmasters to think twice about linking just about everywhere. Webmasters used to acquire as many backlinks as they can, both through white-hat methods and outright spamming strategies (ex: blog spamming, link buying, concealed links, reciprocating links, creating doorway pages). The problem is, Google is now on to these dishonest methods of manipulating page ranks. Thanks to Penguin, websites with excessive and spammy link-building activities will be penalized and demoted in their PR.
Quality over quantity: this should now be your mantra where links are concerned. To make sure your website won’t be penalized, cease link-spamming activities [if you’re currently doing it], request lower-quality websites to remove backlinks to your own site, be a guest blogger for authority websites and provide a link to your own site and remove any link that will be deemed manipulative by Google. Incorporate the links in very good content as much as possible. If you don’t want your links to look like webspam, you need to make them as natural-sounding as possible. Including them in articles is one way to do that.
After you’ve improved your website’s content quality and cleaned up your links, you need to have an organized website structure so that they will be properly crawled by search engines. Recall that an organized website structure is also one factor in website ranking. If you neglect to do this, your efforts in improving your website’s pages will not be recognized and indexed right away by Google.
Basically, if you avoid doing any black-hat SEO, you should be in Google’s good graces at all times. Yes, you may not shoot up to first place in the SERPs right away, but in the long run you’ll be much better off than black-hat practitioners. The updates introduced by Google are here to stay, and scheming your way around it all the time will only bring temporary benefits. Now isn’t the time to concentrate on technical SEO. Work on your website and truly improve its quality. At the end of the day, users will still be the ones to judge your website; if they are unsatisfied and unconvinced by its quality and credibility, you cannot encourage them to purchase, subscribe, or do anything you would like them to do.